Abstract:
We investigate communicating via the marketing component of promotion to consumers in
emerging nations. We highlight differences between buyers in emerging and developed markets,
with regard to cultural, legal, economic, infrastructural, and educational factors. We then devise
and test key hypotheses on the role of international promotion in an empirical study involving
184 firms. Findings and normative implications are discussed in light of the classic
communications model and its applicability to emerging markets.
